Engage customers and add a new dimension to your packaging, POP, vehicles and promotional materials.
by Brad Beckstrom
What is “marketing real estate”? Any company that makes a product, or serves customers, has marketing real estate. By real estate, I mean the white space on things like packaging, mailings, point-of-purchase materials, vehicles, uniforms and sales materials.
McDonald’s serves 69 million people per day. Let’s say that, based on this amazing number, they serve up about 60 million cups per day. Based on the number, the space on those cups has some very valuable marketing real estate. What is that space worth to Coca-Cola? What would it be worth to Pepsi? How many people see that Coca-Cola logo a year on those cups? Based on my back of the napkin tabulations, about 22 billion people in 181 countries. That is some valuable marketing real estate.
So, a few years ago when McDonald’s decided to make their global packaging more consistent and use this space more efficiently, they put a lot of thought into it, including engaging a global advisory board in the process. They wanted packaging that was attractive, but could work in multiple countries and languages with many different types of promotions.
One of the top priorities was the ability to use this packaging to engage and communicate with customers instead of just sharing a logo or a web address. After successful test case studies around the world, McDonald’s decided to add a third dimension to their packaging globally with a far reaching mobile web strategy — incorporating QR Codes.
The QR codes drive smartphone users to a McDonald’s mobile website with product information, nutrition information special offers and promotions. The QR Code destination, mobile websites, promotions and special URLs can be updated digitally without expensive changes to packaging. This helps large companies avoid waste when packages containing special promotions, product information or nutrition information inevitably change.
Most importantly, it makes efficient use of valuable real estate on every cup, napkin, bag, placemat, product package, point-of-purchase material in every McDonald’s worldwide.
You don’t have to be McDonald’s to make use of your valuable marketing real estate. QR codes and mobile short codes can be used by any small business when creatively incorporated into your marketing real estate to engage your customers. Here is one example of one incorporated into a coaster from Stanley Park Brewery.
Reach out to ApolloBravo for a free mobile marketing strategy consultation and advice on incorporating The Mobile Web, QR Codes and Mobile Short Codes into your valuable marketing real estate.
Brad Beckstrom ApolloBravo
New York: MasterCard, in a bid to enhance its positioning in the smart wallet race versus rivals Visa and American Express, has launched a mobile commerce program incorporating QR codes.
QkR A new app currently being tested by MasterCard in the US, Europe, and Australia allows consumers to quickly purchase and pay for products from QkR enabled merchants using a smartphone. Users only need to register their card details to start using the app. QkR Also accepts other major credit and debit cards so consumers can register more than one card.
This year a trial program conducted at New York’s Yankee Stadium demonstrated to MasterCard the demand among baseball fans for acquiring hot dogs, pretzels and other game day goodies via the new technology. Similar tests are underway in Dublin, Ireland and Sydney, Australia.
MasterCard is demonstrating to sports fans and movie theater patrons the advantages of quickly ordering food and merchandise via QR code. These include:
No lines, just scan and the food will be delivered to your seat
Simple repeat purchase process for – that second beer
Never lose a receipt and remember all that food you purchased
Option to use debit cards or credit cards
A wallet feature in the platform also allows users to also complete and store transactions using rival credit cards Visa and American Express
Retailers can tap into MasterCard’s QkR platform to manage transactions
The QkR app also makes transactions more engaging allowing consumers to redeem special offers directly in the app, no coupons or codes necessary.
More info on driving mobile commerce via QR codes
Random winner sweepstakes can instantly reward customers from thousands of different points of entry.
Let’s say you want to run a sweepstakes. You want to engage users across multiple devices, print ads, point-of-sale materials and social media. You want to capture all of the entries in one database, regardless of whether they entered via text message, online or responded to a brand representative at retail. Finally, you want to have multiple winners randomly selected from the entire database of entries.
ApolloBravo developed our SocialPromoter platform with just this type of promotion in mind. We use responsive web design to adapt to thousands of different device configurations and drive traffic with mobile tools including Text-2-Win, branded QR codes, interstitial ads and innovative web apps.
At the Little League World Series, ALL and Snuggle brand representatives engaged visitors and captured entries via tablets and smartphones. Consumers could also enter by scanning a branded QR code. All of the entries were captured in one database with automated random winner selection and confirmation.
Brands also have extensive options to extend contests via social media with sponsored stories on Facebook or twitter. We also offer the ability to accept email addresses and ZIP Codes via text message for text to win promotion extensions.
Reach out to ApolloBravo for a free consultation on sweepstakes strategy, planning and technology.
A 2013 study from PEW Internet found that 63% of mobile phone owners use their device to access the Internet. More importantly, 34% of those users stated it was their primary means of access to the Internet. Many of these users are following links shared on social media, apps and email (still the most popular app on smartphones). With the proliferation of free Wi-Fi and all-you-can-eat data plans the average smartphone user has many options for accessing the web and working remotely. Because 91% of Americans now own a cell phone, this number will only continue to increase. Device manufacturers like Apple and Samsung continually up the game with the quality of the browsing experience and the speed of the device. Apple’s new iPhone 5S is more powerful than many laptops and certainly more convenient for quick access to information.
What to do with this data? Seriously consider taking a mobile first approach to web design, advertising and consumer promotion. Instead of designing a website or digital campaign for traditional browsers consider first what it will look like on a smartphone. Using this approach it’s easier to then make the campaign or website responsive so that it opens up and breathes when viewed on a traditional browser. Another option is to use mobile redirection for a fully custom experience.
By Brad Beckstrom.
You’re watching a show and you can’t remember the actor’s name so you grab your smart phone and visit IMDb. A sport’s stat on ESPN prompts a friendly disagreement and the smartphones come out in search of the truth. Or, if you’re like me, you may not even be using the TV to watch a show at all. You may be using it to stream music through Pandora while running a slideshow through Flickr so you can get back to that book on your iPad.
A recent study released by Google noted that 77% of TV viewers use another device while watching TV in a typical day. So you’re not alone in your ADD. These simultaneous activities can often be complementary usage, for example “doing a quick price check on a product being advertised” versus multitasking, ”clearing out some old emails while watching a rerun.”
In either case, the vast majority of these TV viewers will be visiting your site on a mobile device. There are two other things, TV viewers will be distracted, and they won’t stay long. If you want their attention, it’s very important to assure they land on a page with a great call to action and free of clutter.
There are several options here, the first is to make your entire site responsive to mobile devices, especially smartphones. This way you’ll be sure to present a page that is acceptable to a mobile user and easy to navigate. Another option is to use code that detects mobile devices and sends them to a landing page on your website designed specifically for those users.
To come up with the best solution for your business, blog or website you should think about how users may come across links to your site. Do you include links to your site in emails? Is your product advertised or promoted on TV? Have you thought about using Google AdWords for mobile or Facebook mobile ads to promote your product or service? All of these will have an immediate impact on the number of mobile visitors to your site. You should also install and use Google Analytics on your site to get a feel for the current number of visitors arriving via mobile devices. Don’t depend on analytics alone as it often shows you what users are working with on your site versus what they want. Reach out to us if you need help coming up with the full picture.
Most online activities start with a smartphone. Think about it, you see an ad or review for the latest gadget and you pull out your current gadget to get a quick price. You may bookmark it or send it to Evernote to check it out later, but you’ve started the online activity. A new study released by Google shows that smartphones are now the most common starting place for online activities. This is not just about search but includes shopping at 65%, travel at 47% and social networking at a whopping 66%. This number includes mobile browsers as well as native and web apps. The eye-opener of the bunch was online finance at 59%!
So, if users are coming to your website via search, social media, browsing or shopping, there’s a very distinct possibility that they are using a mobile device. Modern companies need to automatically redirect mobile users to an optimized mobile site or take the next step and create a fully responsive website that automatically detects and adapts to the visitor’s device.
Which option you choose depends on your business. Businesses with a lot of content may choose to offer a mobile site that only pulls specific information from their main website. This is often done to optimize important elements like load times and navigation. If you’re a restaurant or small business and your site is fairly lean to begin with, a responsive option may be best for you.
Once you’ve gotten this off your checklist, you can experiment with many of the new ways to drive visitors to your mobile site and not worry which device they are using. These include QR codes, links in SMS or email campaigns in app promotion and advertising.
If you’re not sure which to choose, we’d be glad to help you weigh the options.
More users than ever are finding websites through mobile search. This is especially true for retailers, restaurants and service companies. Think about what you search for on your smart phone. It could be through your mobile browser, built-in Google search or maps. It could be a link from Yelp or Facebook or a Groupon that showed up in your email. Regardless odds are you’re using your smart phone to search for things nearby more than you realize.
Businesses have several options when it comes to adapting to mobile search. One is to automatically redirect users to a mobile optimized landing page. This works especially well for businesses that just need to share items that they know mobile searchers are looking for. It can include your click to call phone number, address, menu or special events and offers. Less information helps your mobile site load quicker, which is very important to mobile users.
If you’d like all of your website content to be available, another option would be to create a responsive website, one that adapts to the device automatically, whether it be a tablet, smart phone or traditional browser. While a responsive solution is often more expensive it does have the advantage of all of your content being updated in one place for consistency.
Think about it. Have you ever used your mobile phone for search? Most people do. When you find something you’re looking for, do you click on it? Most people do. That’s why it’s so important to optimize your website for mobile. A recent study from Google and Nielsen showed that 61% of customers who don’t see what they’re looking for right away will quickly move (or bounce) to another site. There are lots of options including responsive web design and handset detection that can allow your website to automatically adapt to phones, tablets, mini tablets and those big things we see people holding up to their ears called Phablets.
Earlier this week following Yahoo’s acquisition of Tumblr they announced that they would begin integrating native ads ” sponsored content” into news streams. This type of advertising fits naturally on sites where people can post anything. Think Twitter, Facebook, and now Tumblr, Flickr. It’s a great opportunity for brands, but the content needs to be much more than a banner. This is especially true if a brand is sponsoring content to appear in newsfeeds of people who aren’t already following them. So here are some of my thoughts on native advertising.
- The content should be unique “think beautiful images captured with a Nikon camera” versus the traditional yellow banner ad
- The content should fit the crowd, if animated gifs are popular on Tumblr then explore that opportunity with unique cinemagraph images
- Offer something of value, a free app download or Tumblr only clips from an upcoming episode or book sample
- Ask for user content as part of a contest or sweepstakes, share examples
- Take advantage of the excellent targeting tools these sites offer
We also see these native ads to be ideal for mobile advertising as they are generally appearing in stream versus small banners. These in stream ads have done well on Facebook to date and boosted mobile revenues significantly.